High-end Customer Relationship Management Research In After-sales Service Marketing For FAW-VW Audi Brand

The car industry of our country the real start and development in recent20years, in this short peirod of time has passed and expeirenced the history offoreign automobile industry development in the past one hundred years，and hasbeen replaced the United States to be evolved into the world ’s largest automarket in new car sales. Subsequently, the quality of car product inclined to thesame seirously, and the competition is becoming increasingly iferce in themarketing, especially in the high-end luxury car market. At the same time,customer-focused management mode has been recognized and accepted byChina Automotive enterpirses. In this paper, based on the author’s practicalwork area, by customer relationship management theory development and fromthe angle of after sales service market, the aim of article is to find out theexploration and research of customer value discovery. Around the customerloyalty maintenance study, the author tires to explore the Audi high-end luxurycar brand in the customer relationship management operation mode.Although many of our car enterprises have started to implement thecustomer-focused customer relationship management strategy，due to the lack ofcustomer relationship management understanding and in-depth analysis, eachcar company’s customer relationship management development also is differentin thousands of ways, and the development level is uneven. Based on thissituation, through the research of automobile products characteristics in thecustomer life cycle and vehicle life cycle, this article advocated that the carenterprises can focus on customer relationship management in atfer salesmarket. Because the atfer sales market is not only the main source of profitsenterprises in mature car market, but also the important cultivation areas ofcustomer satisfaction and loyalty. Atfer the vehicle delivery to customer, the usevalue of vehicle will be decreased with the vehicle’s life increased. Duirng thisprocess，customers will frequently contact with dealers and car enterprises because of repair and maintenance of vehicles. If the customer loyalty is higher,the number contact chance will be more and more, and the customerscontirbution to the enterprise’s value will increase gradually. Focuses on thestudy of vehicle life cycle characteristics, this paper obtains the critical contactpoint and forms the contact law. The contact chance between customer andenterprise will be over with the end of vehicle life cycle. In order to extend thepeirod of customer value growth, this paper introduces the concept of customerlife cycle and the vehicle life cycle, and tires to combination several the vehiclelife cycles into former. Meanwhile, around the customer loyalty development,we can build the model of customer relationship management based oncustomer-vehicle life cycle.Through the analysis of Audi customer group characteirstics andrequirements, this paper establishes the Audi customer-vehicle customerrelationship management model. In this model, we found that lots of data isfilled in several systems such as clients, vehicle repair history and client contactand etc. This situation gives us very great difficulty in the evaluation andidentification of Audi loyal customers. Therefore, this paper introduces thecustomer value concept and combined with the characteirstics of Audi car repairand maintenance, and find out loyalty evaluation method.The cultivation period of Audi customer loyalty is a continuous process,and the goal is to promote Audi customers and enterpirses to maintaincommunication relationship, achieve repurchase chance and maximize the valueof customers. Therefore, the cultivation process of Audi customer loyalty is theemphasis of the Audi model of customer relationship management. Accordingto the different of customer characteristics of Audi customer life cycle indifferent vehicle age segment, we can form to establish Audi customer careactivities in the different period.We can also set the corresponding index to evaluate the effectiveness of the implement of activities, to ensure the aim of customer loyalty achievement.The paper also analyzed the current bottlenecks problems in Audi customerrelationship management, and developed the operation mechanism.